Start-ups at the supermarket
In the FMCG market there are new small successful producers that "expand" the shelves thanks to their innovation. With the advance of new food start-ups, established brands and retailers create new forms of collaboration, acquisitions and in-house innovations, as competing seems the most difficult choice.
There are dishes like pizza, nachos or sushi, whose geographic origin is so well-rooted that they become an emblem of their country of origin. If we were to look for an equivalent in the typography world, we could well see Gill Sans in the same light as roast beef or fish & chips: 100% British.